Exam 9: Measurement and Scaling: Noncomparative Scaling Techniques

________ is a type of validity that assesses the relationship between theoretical constructs.It seeks to confirm significant correlations between the constructs as predicted by theory.

Which of the following is not an approach to assess multi-item scale reliability?

The semantic differential scale may be said to be pan-cultural or free of cultural bias.

An important property of coefficient alpha is that its value tends to decrease with an increase in the number of scale items.

________ is the variation in the information sought by the researcher and the information generated by the measurement process employed.

There are several problems associated with the test-retest approach to determining reliability.If measuring respondents' attitude toward low-fat milk may cause them to become more health conscious and develop a more positive attitude toward low-fat milk,then there is a problem with ________.

A ________ is a measurement scale with five response categories ranging from "strongly disagree" to "strongly agree," which requires the respondents to indicate a degree of agreement or disagreement with each of a series of statements related to the stimulus objects.

The data obtained by using a Stapel scale can be analyzed in the same way as a ________.

A ________ is a seven point rating scale with endpoints associated with bi-polar labels that have semantic meaning.

Which non-comparative scale has the advantage of being easy to construct and the disadvantage of cumbersome scoring unless the scoring is computerized (Table 9.1 in the text)?

The scale descriptors "never," "rarely," "sometimes," "often," and "very often" are commonly used when studying the ________ construct (Table 9.3 in the text).

When developing scales for international research,the researcher must pay special attention to details that can make the measurement instrument specific to the country in which the instrument will be used.Which of the following should be of concern to the marketing researcher when developing scales for international research?

Of the three itemized rating scales considered,the semantic differential scale is used the least.

Which non-comparative scale is analyzed using profile analysis?

________ is a type of validity,sometimes called face validity,that consists of a subjective but systematic evaluation of the representativeness of the content of a scale for the measuring task at hand.

When determining the number of scale categories to use in a non-comparative itemized rating scale,if individual responses are of interest,or the data will be analyzed by sophisticated statistical techniques,five or more scale categories may be required.

Which of the following statements is not a consideration when making non-comparative itemized rating scale decisions?

The Likert scale is also referred to as a summated scale.

Non-comparative scales are often referred to as monadic scale.

What are the advantages and disadvantages of the Likert scale?